Magic Beans - Brand Identity

Following a series of specialty toy store closings in Boston, this upstart saw an opportunity for a high-touch retail experience that combined toys and baby gear. Our brand manifesto helped them secure key partners prior to launch and guided initial store design.

Magic Beans was founded in 2004 by husband and wife team Eli and Sheri Gurock. They conceived the idea while Sheri was pregnant with their second child. They envisioned a retail experience designed for kids and optimized for parents, a place that would balance the fresh and new with the tried and true. We partnered with to develop a unique brand identity and visual language that brought the experience to life, in-store and online.